[CASE] Carlsberg: New segmentation model
Discover how we helped Carlsberg develop a new global segmentation tool for Carlsberg – and gain deep insights into what drives the consumption of different beverages in different situations.
Carlsberg is a global company managing more than 450 different brands with different positioning across markets worldwide. In a situation where the beer category is not growing, Carlsberg wanted to dig deeper into demand spaces (drinking situations) and to use the most advanced segmentation tools to optimize and identify growth potential for their products.
Ipsos was chosen to do the large-scale analysis of consumer motivation, competitors and beer potential across 40+ markets. The result is a new global segmentation tool for Carlsberg – and deep insights into what drives the consumption of different beverages in different situations.
